Stella Artois is reusing some classic European films from the 1960s and premiering them online with a week-long film festival. The Belgian beer is partnering with online film website The Auteurs to launch the free festival as part of Stella Artois’ Recyclage de Luxe theme.

Recyclage de Luxe highlights the brand’s commitment to taking care of the environment in a chic way and is presented as an homage to the 1960s.

The festival was conceived by digital agency Poke and The Auteurs, at www.theauteurs.com/stellaartois and features landmark New Wave films from 1959 and the 1960s. A different classic film will be shown each day from December 15. Viewers do not need to pay – the first time they have been shown for free online.

The films have been curated by The Auteurs and include François Truffaut’s The 400 Blows and Jules and Jim, and Jean-Luc Godard’s Vivre Sa Vie starring his wife and muse Anna Karina.

The festival forms part of an innovative media plan for Recyclage de Luxe that also includes an online TV show set in the 60s and hosted on Stella Artois’ YouTube channel, as well as themed installations, print and digital advertising.

Nick Farnhill, co-founder, Poke says: “This is the first time that any of these classic films has been released – and for free – on the internet. Together with The Auteurs we have created a film festival that brings something really exclusive to the audience, and one that ties perfectly with our long association with film and our brand ethos that recycling can be chic. That doing the right thing for the environment can be done in a stylish way. We look forward to more collaborations with Stella and one of the world’s fastest growing sites.”